Chipotle Hopes to 'Cultivate A Better World' with its New Ad
Vasiliki Marapas — September 14, 2013 — Marketing
References: scarecrowgame & huffingtonpost
The Chipotle Scarecrow Advertisement is the latest ad for the brands ‘Cultivate a Better World Campaign.' Previously, the burrito chain featured Willie Nelson and Karen O; this time around, Fiona Apple lends her vocals, singing ‘Pure Imagination.’ Apple's ethereal voice is the perfect back track for this poignant short film. The ad features the Chipotle scarecrow touring the gloomy Crow Foods Inc. factory whose tagline boasts "100% Beef-ish!," witnessing chickens being given growth hormones and cows in overly cramped quarters.
Discouraged and sad, the scarecrow returns home to discover a fresh red pepper in unlikely surroundings; this is all the inspiration he needs to begin cooking up a storm! Chipotle is aiming at inspiring viewers to engage in ethical, organic farming with this heart-wrenching advertisement with a hopeful ending.
The video is being released in a conjunction with an app also called 'The Scarecrow,' which places users in the same dystopian fantasy world that the video takes place. The object of the game is to overthrow the monopoly that Crow Foods has.
Discouraged and sad, the scarecrow returns home to discover a fresh red pepper in unlikely surroundings; this is all the inspiration he needs to begin cooking up a storm! Chipotle is aiming at inspiring viewers to engage in ethical, organic farming with this heart-wrenching advertisement with a hopeful ending.
The video is being released in a conjunction with an app also called 'The Scarecrow,' which places users in the same dystopian fantasy world that the video takes place. The object of the game is to overthrow the monopoly that Crow Foods has.
Trend Themes
1. Ethical Farming Awareness - This trend highlights the growing consumer interest in ethical and organic farming practices, creating opportunities for businesses to promote sustainable food production.
2. Emotional Advertising Campaigns - This trend emphasizes the use of emotional storytelling and heart-wrenching narratives in advertisements to connect with viewers on a deeper level, offering businesses the opportunity to create impactful brand messages.
3. Gamified Marketing - This trend showcases the integration of interactive games with marketing strategies, enabling businesses to engage consumers in a unique and immersive way, leading to increased brand awareness and customer loyalty.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage the trend of ethical farming awareness by promoting sustainable sourcing, organic ingredients, and transparent supply chains.
2. Advertising and Marketing - The advertising and marketing industry can adopt emotional advertising campaigns to create authentic connections with consumers and drive brand loyalty.
3. Gaming and Entertainment - The gaming and entertainment industry can explore gamified marketing strategies to engage users and increase brand awareness through interactive experiences.
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